In my few decades of inhaling oxygen and exhaling carbon dioxide under the African sun, I have come to learn a few things about my people - some characteristics to die for, others to kill, at once.
“Pride” falls under both categories. I am proud to be Tanzanian! I am proud of our diversity in ethnicity (over 130 tribes) yet unity in identity and language. I am proud of the fact that we look out for each other; as long as there is a community around them, it is almost unheard of to have a Tanzanian go without food or shelter. I am proud of the fact that we spearheaded Africa’s fight for freedom and unity at great national cost and have that as a lasting legacy. I am proud of our hospitality to people who are destitute, even to this day. I am proud of the fact that we tightened our belt and chose to develop on our own terms, rather than bow down to international political pressure. I am proud to be Tanzanian with the same pride that made our forefathers brave, selfless, sacrificial, persevering and united in pursuit of a common purpose, even when they didn’t get personal gain or live to see their dreams realised. This “pride” in my people, I too take pride in.
Then there is “p-ride” in my people. Out of the same set of circumstances of self-reliance, measured growth and employment for all, so that no one gets left behind, Tanzanians developed an “I am too proud to beg” attitude, even in situations when they aren’t even begging for anything. Funny how when we do beg, for example, for aid, we actually have no qualms about it. I’m just saying. Anyway, back to the topic at hand, being “too proud to beg” for business opportunities.
Take seeking for jobs, whether it be in employment or a business seeking clients, for example; it is typical of many of us to do the minimum to send out our documents, call-in to follow up a few times and then, let the opportunity go without “closing” the deal because we think “well, they know I exist, I have sent them my application documents and even followed up, if they really wanted to do this with me, they would have reverted to me, I’m not going to beg, I know my value.”
Similarly, I have noticed that a person will get out of their way to “sell” when at the beginning of their career yet a few years and titles later would not “go out to beg” for business.
What a pity. “As a man sees in his heart, so is he” reminds us King Solomon in one of his proverbs. Why would we choose to see it as “begging” and not “selling”? Ndugu zangu, as an employer-client, you cannot expect me to be more concerned with pursuing your success than you are. After all, who wrote to whom for this business opportunity? Kwahiyo unamringia nani? Do you know how many other people have applied for the same job as you have? Do you have any idea how many businesses are vying for the same tender to supply products and services to us? There could be tens, hundreds, even thousands. You think you are the only one with an idea? You would be surprised as to how many others have thought up something similar and have put it out to market. It is said that an idea is shared by 99 other people. Even if you were the only person and or business pursuing that opportunity, you still need to be persistent, show the employer-client that you are serious about partnering with them. Maanisha! Follow through.
So many employment opportunities are forgone, sales lost, because of the prideful mindset of the person seeking it.
I would advise both individual and business alike, to “change the way they think, perform and present themselves” to close that deal and continue nurturing the business relationship to guarantee repeat business past the initial transaction.
To do this, one should:
1. Know who you are and value what you’re both
Your being secure really makes a difference when you’re out selling as you know that a delay or even an outright denial is not a personal rejection.
2. Know your product and take pride in it
When you’re proud of where you work and what you do, you will gladly “share” the good news with someone else and in so doing “sell the vision” and in turn, the product. Make sure however, that product content and packaging is convincing so that what you present and what you deliver match.
3. Know your client and cater to their interest
You must find out what the organisation and person you are liaising with believe in, do and take interest in and “speak their language” when you pitch the sale to them. This includes building a relationship that is about them and your meeting their needs in a relevant, innovative, qualitative, timely, professional and ethical manner.
4. Pitch “an invitation to partner”
Make them see this as an opportunity for mutual benefit they would be mad not to take up. Get up from underneath them and sit across the table to them, so to speak, so that your attitude is that of looking them eye to eye as a partner with something to give, rather than from below as a “beggar” with nothing to offer. How you see yourself will determine how you present yourself, and how you will be received. See and present yourself as a trustworthy and lucrative “partner” and they will too.
5. Be the message
Look, walk, smell, speak and act the part. People buy-into you then, what you present. When they accept you, they will accept what you sell and reduce your having to hound them down to finalise the deal.
6. Never say “never”
Never take “no” for an answer. Delay, postponement, or even outright “denial” is never writ in stone. It’s never final. How well you manage the relationship with the employer-client even when they are seemingly negative, is the only determinant of whether or not they will call you back for consideration or write you off on “bad behavior”.
7. Stay in sight
Be relentless, pursue, persevere, persist, even bug, with measure, wisdom and creativity, of course but, point is, don’t disappear. Find ways of staying on their mind. It may start with an email or postal submission, follow up with calls, invitation to lunch or coffee/tea, greeting cards, networking in their network/sector events etcetera.
8. It’s business not personal
Get over yourself. This is about pursuing a business lead, not massaging egos so act professionally and you will be received as determined go-getter and excellent negotiator, skills they would definitely want to be associated with.
Remember, there is no such vocabulary as “begging” in business because the more tactful you are at seeking “partnerships”, the more commended you are as a businessman or business woman.
It’s not at all personal and when a “sale” doesn’t go as you had planned it, it’s simply an opportunity to go back to the drawing board to see what you can do different to get better results and get right back on the saddle and pursue that business opportunity.
The question of your pride in being Tanzanian and us, as Tanzanians being used to equality under socialism, with no one being above the other due to their wealth and influence, is really archaic. When someone has worked hard for their wealth and position, they are not to be scorned at but, seen as exemplary. Let’s seek to learn from, rather than lean on or pull at them. I know that “customer is king” is a painful concept for many of us to accept because our pride says “who are they to be above me? I’m not going to bow down to them, they don’t feed me!”
Let me help you see it differently; you have an irresistible offer of partnership which will work to mutual benefit for both sides, but they just don’t know it yet, or maybe they’ve got too many options so your job now is to creatively inform them and position yourself right to help them narrow down the option so that in making an informed decision, the clear candidate, company to partner with will be you/yours, of course.
See how simple that is? Your pride being bruised as a Tanzanian, adult, man, learned person etcetera, never, ever, features because it is business, not personal and it all depends on skills you can acquire and how you play it. So acquire and practice these skills. Just tell yourself that you are “selling”, using sales, client relationship and communication skills and you’ll find that you will each time know what to do and expect and how far to go to close that deal. Now did that hurt? Not at all. I am proud of you. Now let’s get back to work. There’s business to be made and an economy to be built.
Mbarikiwe!
Modesta Lilian Mahiga
Group Managing Director
Professional Approach Group
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